Marketing for Estate Agents - How to use analytics to your advantage

When you know how to use analytics, it provides a treasure trove of data that you can use to get more visitors to your estate agency website, improve your website content and convert more visitors into customers.

If you don’t already have Google Analytics and Google Search Console set up, then read our simple ‘how-to guides’ to getting set up on those first.

Once you’re all set up, there are five things to look at in your analytics…

5 things to look at in Google Analytics

1. Where are people viewing your website from?

Go to Audience > Geo > Location to see the approximate location of visitors to your website. You can drill down to city level, which can be useful for understanding if most of your visitors are already local or looking to move.

Marketing for Estate Agents - How to use analytics to your advantage

2. What devices are people using?

Head to Audience > Technology or Audience > Mobile to see what devices people are using to access your website. This can help you make improvements to your website. For example, if mobile is the most popular then check that all your features work correctly on the most popular mobile devices. One local estate agent displays their web address on their ‘for sale’ boards but doesn’t show their properties on their mobile site, a massive frustration for people who might want to check out a house while they’re out and about.

Marketing for Estate Agents - How to use analytics to your advantage

3. What content is most popular?

Visiting Behaviour > Site Content > All pages will show you which pages are being viewed most on your site. If you want to see the most popular pages in specific sections, then go to Content Drilldown. This information can help you tailor future content and also give you additional insight into which types of properties are most in demand.

4. What are people searching for?

Read our blog what search terms are people using to find my website for insight into search behaviour. This can be especially helpful for seeing what terms are missing. Write down the phrases you’d expect people to search for to find you and identify areas where you might be able to improve your search engine optimisation.

If you have internal search analytics set up, you’ll also be able to see what people have been using your internal search box for under Behaviour > Site Search. This can help you find gaps in your website content or areas where your navigation could be improved.

5. What is the conversion rate?

Finally, have a look at how well your website traffic is converting. You’ll need to set up a goal– like signing up to property alerts or filling in a contact form. Next, look at where your website traffic is coming from. You’ll be able to see which channels (from social media to email marketing) are driving the most traffic, and which of those are actually leading to conversions.

More things to look at on Analytics

More marketing tips for Estate Agents

James PattenTechnical Director

Is your Estate Agency website failing to have the desired impact in your marketplace?

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